News article

1 February 2012

MEPs urged to support 'X% less' labelling claim

PRESS RELEASE

Ahead of a vote in the European Parliament, the UK's food and drink industry
has
urged members of the European Parliament (MEPs) to support the European
Commission's proposed amendment to allow manufacturers to include 'x% less' or
'no added
salt' claims on their products.

The Food and Drink Federation's Barbara Gallani, Director of Food Safety and Science, highlights the potential positive impact on industry's reformulation work and
consumer health. She said:

“Use of the 'X% less claim' encourages innovation and product reformulation as
it incentivises manufacturers to continue their reformulation efforts even
where
technical solutions are difficult to find. [2] Product reformulation is being promoted at national and European level as a
means to encourage healthier choices and improve public health.[3] A step-wise approach to reformulation is often necessary from a technological
standpoint and also to accommodate gradual change in consumer taste and thus
acceptance.

“The 'now contains x% less' claim would allow incremental reductions of a
minimum of 15% of energy/fat/saturated fat/salt/sodium to be communicated to
consumers
in a transparent and useful way. Comparison would be against the previous
recipe
and a clear statement providing the level of reduction achieved would also be
required.

“We strongly urge MEPs voting in tomorrow's plenary session to support the
European Commission's proposal to allow food and drink manufacturers' use of
the 'now
X% less' and 'no added salt' claims.

Notes for editors

The The Food and Drink Federation (FDF) is the voice of the food and drink manufacturing industry – the UK's
largest manufacturing sector. For more information about FDF and the industry
we
represent.

Use of the 'X% less' claim would only be allowed for a maximum of one year
following the placing on the market of the reformulated product.

Data indicates that two thirds of dietary changes are typically driven from
reformulation rather than consumers switching (Source Kantar Worldpanel)